The end of “spray and pray” tactics.

The world has changed dramatically for food and beverage brands: marketing traction and engagement are more elusive than ever. Questions multiply now about the right communication channels, aggregating scale and somehow securing attention. Why? Because consumers can quickly separate themselves from marketing they don’t want (which is most of it).

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Work to Avoid These 3 Roadblocks to Brand Growth.

It will always be the purpose of business to “get and keep a customer.” And to do that, all manner of content, communications, and lures and bait are often broadcast in an effort to command attention. Otherwise known as push, push, push.

Yet, at times, we may be missing the forest for the trees – not correctly understanding an evolved consumer experience and behavior around the purchase decision. Awareness does not constitute engagement.

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Ideas well said are more important than tool fixation.

In 1977, I attended the inaugural screening of Star Wars – it was crazy, lines around the block. In its era George Lucas’ precedent setting, mind blowing space opera, epic sci-fi fantasy was a spellbinding experience. A marvelous departure in moviemaking and story telling that clearly made an indelible mark on popular culture. The magic was in its departure from anything that came before it. It broke new ground. Raised the bar. Technology worked in service of a story.

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